Sandra Castillo, a 2018 Public Relations – Corporate Communications (CCPR) program graduate, received Scotiabank’s Best of the Best award for Top Individual Performance! This exciting accomplishment arose from Sandra’s Marketing Manager role at Scotiabank's International Wealth Management business, where she has worked for two years. The Best of the Best awards is a global program that recognizes strong performers and culture catalysts, and nominees are nominated by their colleagues.
“I feel very honoured that several colleagues nominated me for the award because I couldn't thrive working in a silo. Their daily support and guidance make my job much more enjoyable, and knowing that I'm also positively impacting them makes me very proud,” she shares.
Sandra's work in the communications/marketing industry had a unique start. She initially completed a bachelor's degree in economics in Venezuela before coming to Canada to study at Centennial. However, she did not know she would pursue a PR program initially, and she originally had an interest in a different industry. But after needing to find a program that would support her educational background in economics and her work experience as a theatre producer, she discovered the CCPR program.
“I wanted to study something that would give me the skills and flexibility to work in different industries, and the CCPR program gave me that,” she explains. It was through this program that Sandra says she was able to accelerate her understanding of Canada's media and corporate landscape. “If you're engaged with the news, a passionate communicator, and a strong strategic thinker, the CCPR program can ignite many opportunities,” she adds.
Reflecting back on the program, Sandra notes that many lessons stand out to her and that she uses in her career today. “I will start with the wise words of Sheldon Rose, our Measurement and metrics teacher, ‘research, research, research!’ A strong understanding of the industries I work with, the companies, and the competitors has given me a clear competitive advantage over my peers,” she explains. “Copywriting and copyediting are essential to me as well. As an ESL, Laurie Hall's classes were enlightening. She delivered with empathy and passion, and I'm so grateful I can even call myself a scriptwriter, thanks to the confidence I built in her classroom.
LIFE AFTER GRADUATION
After graduating, Sandra pursued PR and worked as a publicist for several years in an upcoming market. She shares that she had a pitch picked up by prominent news outlets, which was a great win, but explains that she was curious to measure the real impact that her work had rather than the number of impressions it received. That is when she took on a Communications and Marketing Manager role at a marketing agency where she led several clients' full marketing and communications strategy, among other responsibilities.
“After a year, I wanted a new challenge that allowed me to use my degree in economics and my proficiency in multiple languages. The appetite for growth and leveraging my skills brought me to my current job,” she says.
Now in her marketing role at Scotiabank, Sandra says the best part is how different each day is as she learns about various topics. "The scope of my role is extensive, so I get to work with multiple executives on several projects targeting clients in several countries," she explains.
ADVICE FOR STUDENTS & NEW PR PROFESSIONALS
One of the most significant pieces of advice Sandra can give to someone starting in her industry, and the PR program at Centennial is to be curious. "An appetite for news and understanding what's happening in the world will add a lot of value to your work," she explains. "Be collaborative and clear with your ideas. PR isn't the work of one; it is the work of many. You're studying to become the liaison between many stakeholders, so be open and friendly working with your peers - it will prepare you for the real world."
Congratulations, Sandra, on this exciting win!
Article by: Alexandra Few
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